As the global leader in deodorants and antiperspirants, Unilever is poised to revolutionize the U.S. deodorant market – one that hasn't seen a major innovation in nearly two decades – with the launch of its new Dry Spray Antiperspirants.
After years of Americans being limited to only a handful of product formats, Unilever is introducing a transformative product unlike any other antiperspirant offering on the market. Featuring a new formula with no water or alcohol, and a precision-designed actuator (i.e. spray mechanism) that produces a unique soft spray, the new Dry Spray goes on instantly dry without the sticky or wet sensation often associated with other antiperspirants.
"Deodorant is one of the most important personal care products we use every day, but the user experience itself still leaves much to be desired," said Matthew McCarthy, Senior Marketing Director of Antiperspirants and Deodorants at Unilever. "Americans are demanding more from their personal care products, and with the launch of new Dry Spray Antiperspirants, they will enjoy a dry and clean application experience unlike anything they've tried before."
The new format will be introduced across five brands – Degree Women®, Degree Men®, Dove®, Dove Men+Care® and AXE® – and will be available at retailers nationwide starting on Cyber Monday (December 1, 2014). The new Dry Spray Antiperspirants provide 48-hour odor and wetness protection and go on instantly dry for a cleaner feel, leaving no visible residue.
Sprays are the most popular antiperspirant and deodorant format globally, making up more than 60 percent of the European and Latin American markets*. Unilever has successfully launched Dry Spray Antiperspirant in more than 37 countries; it is the number one selling antiperspirant product globally.
Unilever's Dry Spray Antiperspirants launch will feature 24 variants in total, offering unique product benefits by brand to appeal to a wide range of personal care needs:
- Degree Women and Degree Men Dry Spray Antiperspirants are engineered with MOTIONSENSE technology that responds directly to body movement, releasing extra protection during physical activity.
- Dove and Dove Men+Care Dry Spray Antiperspirants feature non-irritant formulas that contain ¼ moisturizer technology for softer, smoother underarms.
- AXE Dry Spray Antiperspirants feature premium, unique fragrances to help guys feel confidently fresh throughout the day.
Additionally, each brand features its own breakthrough packaging, designed to maximize both product performance and the overall user experience through ergonomic engineering and sleek, modern looks. As an example, for the Degree Men actuator, Unilever partnered with Pininfarina, the Italian design firm that also works on Ferrari.
The Dry Spray Antiperspirant launch will be supported by robust marketing initiatives across all five brands in 2015. The campaigns will include national advertising, in-store marketing and public relations efforts, as well as social media programming that encourages consumers to #TryDry.
For best results, shake well before application and hold six inches away from the underarm before spraying, as directed.
More information about the products can be found on the individual brand websites starting December 1 or by calling consumer services at 888-227-2222.
* Nielsen Euro LatAm Variant Report; FY 2013 – W/E Cur Aug26 2014
ABOUT UNILEVER UNITED STATES, INC.Unilever is one of the world's leading suppliers of Food, Home and Personal Care products with sales in more than 190 countries. Working to create a better future every day, we help people feel good, look good and get more out of life. In the United States, the portfolio includes brand icons such as: Axe, Ben & Jerry's, Breyers, Caress, Clear Scalp & Hair Therapy, Consort For Men, Country Crock, Degree, Dove personal care products, Fruttare, Good Humor, Hellmann's, I Can't Believe It's Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Magnum, Motions, Nexxus, Noxzema, Pond's, Popsicle, Promise, Q-tips, Simple, St. Ives, Suave, TIGI, TONI&GUY Hair Meet Wardrobe, TRESemme and Vaseline. All of the preceding brand names are trademarks or registered trademarks of the Unilever Group of Companies.
Our ambition is to double the size of our business, while reducing our overall environmental footprint (including sourcing, consumer use and disposal) and increasing our positive social impact. We are committed to helping more than a billion people take action to improve their health and well-being, sourcing all our agricultural raw materials sustainably by 2020, and decoupling our growth from our environmental impact. Supporting our three big goals, we have defined seven pillars, underpinned by targets encompassing social, environmental and economic areas. See more on the Unilever Sustainable Living Plan at http://www.unileverusa.com/sustainable-living/.
Unilever employs approximately 10,000 people in the United States – generating nearly $9 billion in sales in 2013. For more information, visit www.unileverusa.com.